KAHLUA RETURNS TO TV, BUT DOESN'T ADD MEDIA OUTLETS: HIRAM WALKER AGAIN REBUFFED BY NETWORKS

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Hiram Walker & Sons will break a TV and radio campaign for Kahlua White Russian liqueur in mid-November, but it's breaking into few new outlets.

The Allied Domecq Spirits & Wines unit has gotten clearance to run ads from some cable channels, but the major TV networks and some cable stations continue to turn down the distiller.

"We're having a lot of success with cable and a lot of success with radio, but we've run into some resistance with the networks," said Charles Metzger, group director for Hiram Walker, which has budgeted about $20 million in marketing support for Kahlua this year.

SAME NO. OF OUTLETS

"We'll be netting about the same" number of media outlets that the marketer managed with an earlier TV and radio effort in the first quarter of this year for Kahlua Mudslide liqueur, he said.

Some of the same cable networks that ran the Mudslide ads are expected to carry the White Russian spots, including VH1, USA, E!, Lifetime and the Sci Fi Channel.

Although the major networks still are holding out, outlets that previously accepted liquor advertising have become more comfortable and need less persuading, an Allied spokesman said.

The company is continuing to pitch networks and cable stations that have declined the ads in hopes of ultimately wearing down resistance, the spokesman said.

Hiram Walker also will try to place the campaign through spot TV-though stations in only two markets, Syracuse, N.Y., and Orlando, accepted the Mudslide ads- and on radio in core markets.

RADIO MORE RECEPTIVE

So far, radio appears to be more receptive to spirits advertising than TV. Hiram Walker has supported Cutty Sark on radio, and Bacardi-Martini USA and Seagram Americas have pitched their rums on radio (AA, July 21).

Hiram Walker also will support Kahlua with outdoor, print, retail merchandising materials and on- and off-premise ads.

Lois/EJL, Chicago, handles creative for the campaign; Hudson Media Group, New

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